Cloud Providers in Brazil Final Customers Identification

Customers Categorization

Based on the provided value chain analysis of the cloud providers industry in Brazil, the final customers are predominantly business-to-business (B2B) entities. These are the organizations and professionals who directly consume cloud services (Infrastructure, Platform, Software, and Services & Consulting) from the providers or their intermediaries for their operational needs or to build their own offerings.

The primary categories of final customers identified are:

• Businesses (Enterprises and Small & Medium Businesses - SMBs): These entities directly utilize IaaS, PaaS, and SaaS for their IT infrastructure, application hosting, software needs, and development activities. They also contract MSPs and consulting firms for cloud strategy, migration, management, and optimization.
• Government: Public sector entities are also direct consumers of cloud services, particularly targeting by providers like Huawei Cloud for state-owned enterprises.
• Managed Service Providers (MSPs) and Consulting Firms: While they are part of the services layer, they are also customers of the underlying Platform providers (Hyperscalers) and sometimes Infrastructure providers, purchasing resources to deliver their own services to end-users.
• SaaS Vendors: These companies are customers of IaaS and PaaS providers, consuming infrastructure and platform services to host and deliver their software applications to their own end-users.
• IT Professionals: Individuals or employees of companies who consume training and certification services related to cloud technologies. While often sponsored by businesses (B2B), individuals may also pursue these services independently (B2C), though the text's focus is on the broader market dynamics which lean towards B2B consumption in this context.

While the commercial relationships section mentions B2B2C relationships, indicating that the end-users of cloud providers' customers (like users of fintechs or e-commerce platforms) are consumers (B2C), the cloud providers' direct interaction and commercial relationship are primarily with the businesses (B2B) that build services upon the cloud infrastructure and platforms. The provided text does not detail the characteristics or demographics of these indirect B2C customers.

Customer Characteristics and Demographics

Based on the provided text, the characteristics and consumption patterns of the identified B2B final customers in Brazil include:

• Enterprises:
  • Exhibit capability gaps, leading them to rely on MSPs and consultancies.
  • Are driving SaaS adoption, with penetration exceeding 45% of enterprise software consumption.
  • Are major users of specific SaaS solutions like Microsoft 365, Salesforce CRM, and SAP S/4HANA Cloud.
  • Brazilian fintechs and e-commerce unicorns are designing cloud-native stacks to support high growth rates, leveraging managed Kubernetes and serverless functions.
  • Engage in multi-year committed spend agreements (Enterprise Agreements) with hyperscalers for volume discounts.
  • Are demanding outcome-based SLAs from managed service providers, moving away from per-VM pricing.
  • Require compliance with regulations such as LGPD and Central Bank guidelines.
  • Are increasingly adopting multi-cloud strategies, although facing complexity and vendor lock-in challenges.
• Small & Medium Businesses (SMBs):
  • Are identified as customers of hyperscalers.
  • Lack mature IAM (Identity and Access Management) practices, posing security challenges.
  • Face increased onboarding friction due to regulatory complexity.
• Government:
  • State-owned enterprises are specifically targeted by some cloud providers like Huawei Cloud.
• MSPs / Consultancies:
  • Over 200 certified AWS Partners and 160+ Microsoft Solution Partners operate domestically, indicating a significant ecosystem serving end-users.
  • Managed service providers are transitioning pricing models towards percentage-of-cloud-spend to align incentives with clients' cost optimization goals.
• IT Professionals:
  • High demand for skilled cloud professionals, with a forecast gap of ~150,000 by 2026.
  • Wage inflation averaging 14% YoY for senior DevOps roles highlights the demand and value of skilled professionals.
  • Significant numbers are pursuing certifications (e.g., over 60,000 AWS certifications issued in 2023).

The text provides limited demographic data on these customers, primarily focusing on their operational characteristics, technology adoption levels, and challenges within the context of cloud consumption in Brazil. Geographic demographics are generally limited to the observation that northern and interior regions suffer from limited network backhaul, impacting cloud access.

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